SALES PROMOTION & TRADE INCENTIVES

Sales Promotion and Trade Incentives



Sales Promotion and Trade Incentives

JetBlue's campaign

JetBlue Airways was one of the few U.S. carriers that has managed not only to survive but also to earn money in the aftermath of the terrorist attacks of September 11, 2001. This stability has helped the company greatly when placing its shares on the Stock Exchange in 2002. Due to successful trading capitalization JetBlue has reached two billion dollars. This served as a solid basis for further development of the airline. JetBlue's new campaign strategy included a “Customer Bill of Rights.”

Strategically planning the effects of the Customer Bill of Rights, JetBlue anticipated every possible inconvenience a customer may encounter. Strategic planning is the process of assessing what you have now and where you want to go in the future. The planning process will take JetBlue from the reactive stage, which is where they are now to a proactive stage, which is where the company want to be in the future. JetBlue's campaign strategy will involve a twelve step approach. First, JetBlue public relations campaign team will establish the goals of for launching a new campaign. Second, the public relations campaign team will evaluate the present situation.

Third, the public relations campaign team will determine what the threats and opportunities are to reach the goals they have set. Fourth, the public relations campaign team will conduct research the target audience. Fifth, the public relations team will develop a theme for the campaign. The sixth step for the public relations campaign team will be to develop objectives for the campaign. The team will in turn have to devise strategies in order to accomplish the objectives, develop tactics to implement the strategies, create evaluation techniques, develop a public relations budget along with timelines and finally assign personnel to carry of the public relations campaign. JetBlue Airways recently made headlines after the worst operations breakdown in its seven-year history led to more than 1,000 canceled flights. Their chief executive David Neeleman responded to the failure by admitting failure in communication, and accepting responsibility by offering their customers a new bill of rights program. JetBlue's plan of action was to apologize for the operations breakdown/runway fiasco and to communicate their new policy in response to that mishap to their publics.

HTC campaign

HTC has stated last week that they are going to adopt a new global marketing strategy. In this strategy, all products will be HTC branded. Here, the company has actually adopted this policy to side line Microsoft. With the help of using all the elements of the marketing mix, the company will undoubtedly picture the features and benefits of its product. Through this strategy, the target customers as well as the potential prospects will be motivated to trade up. Mobile advertising has doubled with the introduction of all such applications that are easily accessible to the customers. It has been very obvious that use of cell phone along with the Internet has grown. In this era, companies have introduced the largest ...